Holdout groups are not a luxury
Starving a slice of spend is a budget line. So is another year of stories that cannot be audited.
Journal
Notes we still hand to new students.
These essays are teaching leftovers, not a content calendar. They assume you already own a number someone argues with.
Geo lifts and the weather
Matched markets in GB fail in ordinary ways. Rain is one of them, and it deserves a column in the design.
When MMM and lift disagree
Do not average the two models. Sequence the questions they were built to answer.
A lexicon for incrementality
Words teams reuse until they mean nothing. We pin them back to operations.
Sample size without the theatre
Power calculations that fit a media calendar, including the political cost of waiting.